Boast, the irreverent '70s- and '80s-era brand known for its polo shirts with the not-pot leaf logo, has opened a pop-up retail store in Los Angeles.

The line, which has recently been rebooted and expanded beyond its tennis court togs, opened its doors on West Third Street on Sunday and will be selling a selection of its core, court, and fall 2013 collections on site through Sept. 22.

Boast is the latest in a series of serial pop-ups to be showcased in the space, which is dubbed Concept 8366 1/2 (after the street address) and is affiliated with the new Liberty Fairs trade shows in Las Vegas and New York City launched by Sam Ben-Avraham (who founded and later sold the popular Project trade show).

When we stopped by to check out the space Saturday (and just so happened to be the first paying customer, we'd like to boast) we caught up with Boast's president, John Dowling, who was in town for the occasion — and a Pabst Blue Ribbon-sponsored "Toast to Boast" bash that's taking place there Thursday (the 6 p.m. to 9 p.m. party is open to the public, should you find yourself wanting to engage in some beer-fortified shopping).

"L.A. has an extended summer season," he told us, "and since summer is usually our peak season — and we shot the ad campaign for the launch out West — we thought it just kind of made sense."

Think of Boast's first genuine pop-up presence in the L.A. area as the latest effort for the old-school rebel brand to turn over a new leaf.